The world of search is changing fast. Artificial intelligence (AI) is transforming how people discover information online, with tools like ChatGPT, Google’s Search Generative Experience (SGE), and Bing AI reshaping user behaviour. Yet despite the technological revolution, one truth remains constant: link building still matters.
For marketers, brands, and agencies, this is crucial to understand. While AI is rewriting the rules of search visibility, backlinks continue to serve as a vital trust signal — both for search engines and increasingly for AI-driven platforms.
The Shifting Search Landscape
Not long ago, climbing search rankings was a relatively straightforward task: create optimised content, secure a steady stream of backlinks, and watch your site rise. But with Google leaning heavily on machine learning and the rise of AI-powered assistants, the game has changed.
AI search tools don’t simply return a list of “blue links.” They summarise, recommend, and even answer questions directly — which means gaining visibility requires more than keyword targeting alone.
Still, authority matters. AI systems rely on signals such as backlinks to determine which sources are credible enough to cite. In other words, the mechanics have evolved, but the principle remains the same: authoritative sites with a strong link profile are far more likely to feature prominently in this new search ecosystem.
Why Link Building Remains the Cornerstone of Authority
Backlinks act like digital votes of confidence. When a respected site links to yours, it’s not just passing on referral traffic — it’s signalling to both users and algorithms that your content can be trusted.
Even in an AI-driven landscape, these links matter because:
- They establish credibility. AI models reference high-authority sites more frequently, and backlinks are a key measure of authority.
- They drive visibility. Being cited by trusted publications or industry blogs makes you more likely to surface in both AI-generated answers and traditional search results.
- They provide resilience. Search algorithms change constantly, but a strong backlink profile provides stability against sudden ranking drops.
This is why, despite the latest AI advances, businesses cannot afford to ignore link building. It’s the foundation of long-term digital visibility.
The Role of Nofollow Links in 2025
A decade ago, many marketers dismissed nofollow links as “worthless” because they didn’t directly pass PageRank. But today, the story is more nuanced.
Google has confirmed that nofollow can be treated as a “hint” rather than a directive, which means these links may contribute to crawling and indexing. More importantly, they still drive referral traffic, brand awareness, and credibility.
For a deeper dive into this, check out this source on why nofollow link building still matters. It explains why nofollow links still hold strategic value, particularly when combined with high-quality dofollow links in a balanced link profile.
Building Links That AI Will Value
If AI search is the future, then the type of links you build must evolve too. Here are a few strategies that still hold weight:
- Prioritise relevance over volume. Links from niche-relevant sites will always carry more authority than dozens of generic ones.
- Invest in digital PR. Stories featured in national or trade publications not only attract readers but are also likely to be pulled into AI-generated results.
- Create linkable assets. Original research, thought leadership, and visual resources (like infographics or interactive tools) remain evergreen strategies.
- Diversify link types. A healthy profile should include dofollow, nofollow, branded mentions, and even inferred links (where your brand is referenced but not directly linked).
AI thrives on context. The more your brand is referenced across trustworthy sources, the greater the likelihood it will appear in generated search responses.
Common Missteps to Avoid
While link building is still essential, poor practices can harm more than help. Common mistakes include:
- Relying on spammy directories or link farms. These are easily flagged by Google and can damage credibility.
- Over-optimising anchor text. Excessively exact-match anchors look unnatural and may trigger penalties.
- Neglecting site quality. Links from irrelevant or low-quality domains offer little value.
Modern link building is about earning links, not manipulating them. Think partnerships, not shortcuts.
The Bottom Line
AI is undoubtedly reshaping how we search, but that doesn’t diminish the importance of backlinks — it strengthens it. If anything, the rise of AI highlights just how crucial authority and trust signals have become.
For businesses determined to thrive in the AI-driven era, the message is clear: link building still matters. Not only will it help your brand weather the rapid shifts in search, but it will also ensure you remain visible, credible, and competitive as digital landscapes continue to evolve.